A new study has found that nearly 30% of consumers would like to see more innovation in mobile apps to enable the technology to provide a more personalised shopping experience.

GENERAL MERCHANDISE

Insight: consumers want more retail apps to incorporate AI and AR

15 February 2017 | by The Retail Bulletin

A new study has found that nearly 30% of consumers would like to see more innovation in mobile apps to enable the technology to provide a more personalised shopping experience.

The research by mobile app developer Apadmi surveyed 2,000 consumers who used retail apps to find out what they expected from apps and what they would like to see in the future.

The study found that shoppers would be more likely to download a retail app if it featured technology that helped them to make a buying decision, or let them preview products before purchasing them.

Some 26% of those polled said they would like to see retailers implement AI tools in shopping apps, particularly if they helped to remember past purchases and recommend products and deals based on shopping history.

In addition, almost a third of consumers said retailers should invest more in augmented and virtual reality platforms. Some 33% said these features would allow them to see how big or small items before buying while 29% said they would use AR to see how a product worked.

Meanwhile, a quarter would use AR to preview product customisations, such as different colours or designs, before purchase.

Nick Black, chief executive of Apadmi, said: “While consumers are more willing to shop via a retail app than ever before, retailers need to do more to offer the kind of personalised and interactive experience they expect.

“Augmented reality and artificial intelligence are reshaping the shopping experience and how consumers can interact with brands. The possibility of a more personalised shopping experience and a chance to ‘try before you buy’ excites customers and, as our research suggests, those retailers that invest in these technologies are likely to put themselves ahead of the competition."

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